I remember writing an essay in high school. It was due the next day and my mother wanted to help. She started editing and by the end it sounded much more academic than I wanted it to. I remember telling her: “No one actually talks like this.”
I always felt that writing should sound conversational. Anything worth reading always had a human feel to it. My instincts haven't changed and my mom forgave me for giving her lip.
Now, I use those instincts to help brands feel more human with words. 15-year-old me would be stoked.